Brookside: Building Familiarity Through Family Creator Stories

An always-on ambassador mix that turned everyday household moments into trusted dairy brand storytelling.

Campaign objective

As a leading regional dairy brand, Brookside sought to maintain its top-of-mind household presence and build deep emotional connections with modern family decision-makers. They wanted to transition away from short-term campaigns and establish an always-on creator ambassador programme centred on genuine household consumption.

Roster design and content strategy

Inmind structured an always-on ambassador roster composed of family lifestyle and parenting creators. Over a six-month period, these creators integrated Brookside milk, yoghurt, and butter naturally into daily family routines, documenting breakfast prep, school lunchbox ideas, and family dessert times.

• Long-term retainers: secured 8 key parenting and culinary creators on rolling six-month contracts to ensure visual consistency.
• Content territories: mapped out natural cooking, health, and family-bonding scenarios rather than rigid brand placements.
• Community engagement: encouraged creators to interact in comment threads, answering questions about products and recipes.

The outcome

The always-on strategy resulted in a 45% increase in engagement quality and comment sentiment compared to previous burst campaigns. Audience surveys revealed a significant uplift in purchase intent, proving that sustained, relatable creator presence builds deeper long-term brand equity than viral spikes.